Why Isn’t GAME COMPANY doing THE THING?
Gamers often wonder why a specific game company (hereafter GAME COMPANY) isn’t engaged in some specific act of licensing, marketing, broadcasting, podcasting, customer engagement, convention support, or new game production (hereafter THE THING).
And while I can’t give specific details on why GAME COMPANY isn’t doing THE THING even when I know them, there are a few generic answers that come up so often, I thought it would be useful to have this response ready to point to whenever I need it.
There are numerous possible reasons why GAME COMPANY is not doing THE THING.
First, it may be a terrible idea.
GAME COMPANY has information you do not. This includes details such as (but not limited to) historic sales of various form factors and product lines, cost to manufacture vs sell-through rates, marketing costs, debt load, budget projections, contractual obligations, warehousing cost, warehousing availability, shipping costs, unpaid obligations, work capacity, unannounced projects, scheduling, and whether or not there is anyone at GAME COMPANY who has any interest in working on the THE THING, given that if its employees get too unhappy, they leave.
Even if they decide to do THE THING, it takes time. Legal agreements must be forged. Asset packages have to be put together. Clear rules on what is and isn’t allowed must be decided on internally, written up, and reviewed. Schedules have to be designed. Outlines have to be created. Budgets need to be projected. Brainstorms need to roll in for the best way to do THE THING without burning out the entire staff or making the same mistakes that 1/4 of the staff know NOW BANKRUPT COMPANY made when they tried THE THING in the 1990s.
All of that that takes work from managers, legal departments, and marketing people. Work that comes in on top of their normal load needed to keep making books and put them out at the highest level of quality and profitability. If you try to do THE THING, and while working on it fail to keep the normal flow of products going to pay the bills, THE THING won’t do you much good even if it is a success.
Often it seems like planning for THE THING should doable in a couple of days, maybe a week or two. But when GAME COMPANY’s staff is already generally already working 45-60 hour weeks to keep food on the table (on top of any freelance work or side gigs they have to make up for the generally low recompense within the industry), and any extra planning/meeting/organizing/budgeting/outlining can only be tackled when there’s a work lull, or people have extra energy, it can stretch out to months or literally years.
GAME COMPANY might love to do THE THING. As the very smart Mike Selinker pointed out in a response to this post, they may even be WORKING on THE THING, and just not want to announce it yet.
But even if they are fast, efficient, brilliant, and focused, they may lack the time, resources, or energy to do THE THING quickly.
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